DocMorris
Task
Description
Status
New Product Listing
List Derma Roller as a standalone SKU.
Bundles
List additional bundles: Minoxidil + Shampoo, Minoxidil + Shampoo + Derma Roller, and eventually Amazon-style multipacks (e.g. 3× or 6× Shampoo, 3× 180 ml Minoxidil).
B2B Listing
Re-approach DocMorris for switch from Marketplace to B2B Listing.
apo.com
Task
Description
Status
Pricing
Sell-out prices above RSP. Do not touch due to Amazon sales.
Amazon.de — Healthcare Analytics & Performance Improvement
Analyse current SONS® performance on Amazon.de Healthcare. Identify improvement levers across content, search, advertising and ratings.
Shop Apotheke
Task
Description
Status
Optimise Product Detail Pages
5 products need picture optimizations + video update, briefed to SA July 16th, escalated to Björn Detto and Alicia Maus, in progress
Media Insights Meeting
Proposal sent, re-addressing in call with Alicia Maus on Sep 3
Price Discount Tags
Mino 3 Month changed in IFA portal, to be published Sept 1st.
Others
Task
Description
Status
Wholesaler Listing
List Finasteride (single + bundles), Mino 60ml and Mino 180ml with wholesaler.
B2B Listing — E-pharmacies & Drugstores
dm (no Rx, from CZ) online since 1 year; Rossmann (incl. Rx, from NL) to start within next 6 months. Approach both for B2B Listing.
B2B Listing — Müller
Müller (no e-pharmacy). Approach for test listing: Shampoo + Conditioner + Wash Bundle.
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Confidential · Anders Consult GmbH
Sell-Out Performance Report
SONS® — German Online Pharmacy Channels
Reporting Period: Nov 2025 – Jul 2026 · DocMorris · apo.com · Shop Apotheke
Prepared by
Anders Consult GmbH
Burkhard Anders, Managing Director
As of August 2026
Period
Total Sell-Out Revenue
€ 100,005
all 3 channels · all periods
Total Units Sold
4,443
report data · bundle-extracted
Outstanding Receivables
€ —
loading…
01 · Channel Performance
Nov 2025 – Aug 2026DocMorris
€ 21,840
of total · Dec '25 – Jul '26
Strong momentum. Jun '26 at €3,244 is the period peak; Jul '26 (€2,653) and Aug '26 (€2,663) hold the level. Roller (389 units) and Mino 60ml (320 units) are lead SKUs across Dec '25 – Aug '26.
apo.com
€ 32,580
of total · Nov '25 – Jul '26
Largest channel by revenue. Mino 180ml dominates with 659 units — the highest single-SKU count across all channels. Jul '26 peak at €8,308 with 231 units — 1.8× Jun '26 (€4,550). Consistent growth across all months with Mar '26 at €4,617 and Apr '26 adding €3,164.
Shop Apotheke
€ 45,585
of total · Jan '26 – Jul '26
Youngest channel, ramping quickly. Roller leads (746 units). Jul '26 peak at €12,818, Aug '26 holds the level at €12,605 — 1.3× vs Jun (€9,628).
DocMorris 34%
apo.com 43%
Shop Apotheke 23%
02 · Product Performance
all channels combined| SKU | Units | Share | Assessment |
|---|---|---|---|
| Mino 180ml | 1,434 | 32% | ★ Core |
| Derma Roller | 1,369 | 31% | ★ Core |
| Mino 60ml | 786 | 18% | ▲ Growth |
| Shampoo | 581 | 13% | → Stable |
| Conditioner | 154 | 3% | → Stable |
| HG Complex | 74 | 2% | → Stable |
| Hair Clay | 58 | 1% | ↓ Low |
| Finasteride | 1 | — | ✗ Gap |
Mino 180ml + Roller form the revenue backbone at 63% of units combined. Bundle pull is strong — both appear in 2 virtual bundle formats driving incremental volume.
Finasteride registers 1 unit sell-out (apo.com, Apr '26) across the full period. No organic or paid search ranking exists on DocMorris. This remains a critical availability or listing gap requiring immediate investigation.
Hair Clay has minimal volume at 58 units total. Shelf visibility and positioning should be reviewed — no bundle integration currently.
03 · Invoicing & Receivables
Live from Notion "SONS Bestell- und Rechnungstracking"| Invoice | Customer | Net (€) | Status |
|---|
04 · Strategic Priorities & Next Steps
Urgent
Receivables collection: INV-0150 (€31k) overdue. Initiate formal follow-up with EuroService Venlo B.V. — escalate if no response within 5 business days.
Finasteride listing audit: Zero sell-out + no search visibility. Verify listing status on DocMorris and apo.com. Possible availability/approval issue.
Short-Term (4–8 weeks)
Expand Shop Apotheke momentum: Channel growing rapidly (Mar peak €2,012, Jul '26 €13,019). Prioritise stock and listing support to sustain the growth curve.
Medium-Term (Q2–Q3 2026)
SEO gap close: Build content and PDP optimisation for "Haarausfall" and "Haarwachstum" on DocMorris — currently unranked on high-volume terms.
Hair Clay repositioning: 14 units total across all channels. Requires bundle integration or pack-price review to justify shelf placement and drive incremental volume.
Disclaimer: This summary is based on sell-out reporting data provided by retail channel partners (DocMorris, apo.com, Shop Apotheke) and invoice records issued by Careforsons Ireland Limited. Revenue figures represent estimated sell-out value calculated against applicable AEP prices. Data subject to final reconciliation. Prepared by Anders Consult GmbH exclusively for internal management use — not for external distribution.
Net Revenue (ex factory)
€ 100,005
all channels · all months
Total Units Sold
4,443
report data · bundle-extracted
Peak Month
Jul '26
€ 23,779 combined
Top Product
Mino 180ml
highest revenue share
Monthly Revenue by Channel (€)
DocMorris
apo.com
Shop Apotheke
Revenue Share
DM 23%
apo.com 39%
SA 38%
Combined Revenue Trend (€)
Consumer Price Comparison — Current Sell-Out Prices
prices as of — · live from Preis-Monitor · incl. VAT
| Product | PZN | Online RSP | Shop Apotheke | apo.com | DocMorris | Cheapest | Δ Range |
|---|
Price Leader — Minoxidil
DocMorris cheapest on all Minoxidil SKUs and bundles. Mino 60ml at €22.99 (~35% vs apo.com). Mino+Roller bundle at €29.99 (~41% vs apo.com).
apo.com Premium Positioning
Highest consumer prices across all Minoxidil listings. Mino 180ml at €64.79 (+30% vs DM). Bundles also at a premium — Mino+Roller at €50.69 vs DM €29.99.
SA Price Moves — Jul 2026
Shop Apotheke cut prices on HG Complex (€33.39, −4%) and Shampoo (€14.29, −5%) vs May, becoming cheapest on both. Shampoo+Cond Duo increased (€19.69 → €20.79). Conditioner & Hair Clay unchanged.
Net Revenue (ex factory)
€ 21,840
Dec '25 – Aug '26
Total Units Sold
1,131
report data · bundle-extracted
Peak Month
Jun '26
€ 3,244
Active Bundles
4
contributing to revenue
Top Report SKU
Roller
389 units total
Monthly Net Revenue (ex factory) — DocMorris (€)
Report Units by SKU
Mino 60ml
Mino 180ml
Roller
Shampoo
HG Complex
Conditioner
Unit Sales
| Product | Dec | Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Σ |
|---|---|---|---|---|---|---|---|---|---|---|
| Finasteride | — | — | — | — | — | — | — | — | — | 0 |
| Mino 60 ml | 23 | 42 | 32 | 47 | 45 | 31 | 33 | 39 | 28 | 320 |
| Mino 180 ml | 25 | 26 | 22 | 53 | 33 | 28 | 51 | 35 | 41 | 314 |
| HG Complex | 2 | 3 | 2 | — | — | — | — | — | — | 7 |
| Derma Roller | 27 | 41 | 32 | 69 | 49 | 44 | 47 | 44 | 36 | 389 |
| Shampoo | 5 | 5 | 5 | 5 | 8 | 2 | 8 | 9 | 11 | 58 |
| Conditioner | 3 | 2 | 8 | 1 | 5 | 3 | 9 | 6 | 6 | 43 |
| Hair Clay | — | — | — | — | — | — | — | — | — | 0 |
| Total | 85 | 119 | 101 | 175 | 140 | 108 | 148 | 133 | 122 | 1,131 |
Net Revenue (ex factory)
€ 32,580
Nov '25 – Jul '26
Total Units Sold
1,177
report data · bundle-extracted
Peak Month
Jul '26
€ 8,308
Active Bundles
4
contributing units
Top Report SKU
Mino 180
659 units total
Monthly Net Revenue (ex factory) — apo.com (€)
Report Units by SKU
Mino 60ml
Mino 180ml
Roller
Shampoo
HG Complex
Unit Sales
| Product | … |
|---|---|
| Loading… |
Net Revenue (ex factory)
€ 45,585
Feb '26 – Aug '26
Total Units Sold
2,148
report data · bundle-extracted
Peak Month
Jul '26
€ 12,818
Active Bundles
4
contributing to revenue
Top Report SKU
Roller
746 units total
Monthly Net Revenue (ex factory) — Shop Apotheke (€)
Report Units by SKU
Mino 60ml
Mino 180ml
Roller
Shampoo
HG Complex
Unit Sales
| Product | Feb | Mar | Apr | May | Jun | Jul | Aug | Σ |
|---|---|---|---|---|---|---|---|---|
| Finasteride | — | — | — | — | — | — | — | 0 |
| Mino 60 ml | 1 | 12 | 15 | 46 | 97 | 80 | 147 | 398 |
| Mino 180 ml | — | 15 | 24 | 39 | 111 | 156 | 116 | 461 |
| HG Complex | 1 | 4 | 5 | 5 | 4 | 16 | 4 | 39 |
| Derma Roller | 1 | 79 | 113 | 69 | 121 | 162 | 201 | 746 |
| Shampoo | 20 | 45 | 21 | 43 | 42 | 101 | 95 | 367 |
| Conditioner | 8 | 13 | 5 | 14 | 16 | 20 | 19 | 95 |
| Hair Clay | — | 3 | 2 | 7 | 4 | 16 | 10 | 42 |
| Total | 31 | 171 | 185 | 223 | 395 | 551 | 592 | 2,148 |
Top Revenue SKU
Mino 180ml
€ 13,251 on apo.com alone
Bundle Pull Driver
Derma Roller
in 2 active bundles
Near-Zero SKU
Finasteride
1 unit · apo.com only · Apr '26
Cross-Channel Units — All Products
| Product | DocMorris | apo.com | Shop Ap. | Total | Share |
|---|
Unit Heatmap — All Channels
AEP Comparison — Single SKUs by Channel (€/unit)
Shop Apotheke
apo.com
DocMorris
Full AEP Table
| Product | PZN | Shop Ap. | apo.com | DocMorris | Δ apo vs SA |
|---|---|---|---|---|---|
| Finasteride 30 tabs | 18399304 | — | € 17.48 | — | — |
| Minoxidil 60 ml | 18442721 | € 18.65 | € 18.16 | € 16.99–18.65 | − € 0.49 |
| Minoxidil 180 ml | 18442744 | € 35.84 | € 34.91 | € 38.24 | − € 0.93 |
| HG Complex | 19944100 | € 19.39 | € 25.19 | € 29.74 | + € 5.80 |
| Derma Roller | 19944092 | € 8.97 | € 11.65 | — | + € 2.68 |
| Shampoo 200 ml | 19944086 | € 7.47 | € 9.71 | € 12.74 | + € 2.24 |
| Conditioner 200 ml | 19944040 | € 7.47 | € 9.71 | — | + € 2.24 |
| Hair Clay 75 ml | 19944063 | € 7.47 | € 9.71 | — | + € 2.24 |
Consumer Price Comparison — Current Sell-Out Prices
prices as of — · live from Preis-Monitor · incl. VAT
| Product | PZN | Online RSP | Shop Apotheke | apo.com | DocMorris | Cheapest | Δ Range |
|---|
Price Leader — Minoxidil
DocMorris cheapest on all Minoxidil SKUs and bundles. Mino 60ml at €22.99 (−35% vs apo.com). Mino+Roller bundle at €29.99 (−41% vs apo.com).
apo.com Premium Positioning
Highest consumer prices across all Minoxidil listings. Mino 180ml at €64.79 (+30% vs DM). Bundles also at a premium — Mino+Roller at €50.69 vs DM €29.99.
SA Price Moves — Jul 2026
SA undercut RSP on HG Complex (€33.39, −4%) and Shampoo (€14.29, −5%) as of 01.07. Now cheapest on both. Shampoo+Cond Duo raised slightly (€19.69 → €20.79). Conditioner & Hair Clay unchanged.
Invoice Overview
Live from Notion "SONS Bestell- und Rechnungstracking" · net amounts
| Invoice | Order # | Net (€) | Due Date | Status |
|---|
By Customer
Payment Status
Channels Tracked
2
SA & apo.com (B2B)
Out-of-Stock Lines
0
SA: all SKUs in stock
SA Units on Hand
572
across 7 in-stock SKUs
apo.com Units on Hand
858
across 7 active SKUs · Finasterid discontinued
Stock by Product & Channel
| Product | PZN | SHOP APOTHEKE Sevenum / Venlo · Stand 19.08.26 |
APO.COM Stand 01.08.26 |
||||
|---|---|---|---|---|---|---|---|
| Stock | Run-rate u/mo (prev.) |
Cover mo |
Stock | Run-rate u/mo (prev.) |
Cover mo |
||
| Finasterid 1mg | 18399304 | — | — | — | discontinued | — | — |
| Minoxidil 50mg/ml 60ml | 18442721 | 171 | 91 (72) | 1.9 | 588 | 5 (2) | 117.6 |
| Minoxidil 50mg/ml 180ml (3×60ml) | 18442744 | 204 | 136 (76) | 1.5 | 49 | 159 (84) | 0.3 |
| SONS Hair Growth Complex | 19944100 | 20 | 10 (5) | 2.0 | 86 | 2 (0) | 43.0 |
| SONS Strengthening Shampoo | 19944086 | 33 | 72 (43) | 0.5 | 53 | 14 (12) | 3.8 |
| SONS Strengthening Conditioner | 19944040 | 14 | 18 (15) | 0.8 | 35 | 0 (0) | — |
| SONS Thickening Hair Clay | 19944063 | 38 | 10 (6) | 3.8 | 44 | 1 (1) | 44.0 |
| SONS Derma Roller | 19944092 | 92 | 143 (96) | 0.6 | 3 | 46 (28) | 0.1 |
| Total / blended | 8 SKUs | 572 | 480 (317) | 1.2 | 1,081 | 151 (129) | 7.2 |
DocMorris excluded — it operates as a marketplace and stock is held on our side regardless. Shop Apotheke and apo.com are B2B listings, so their warehouse positions are shown here. SA stock reflects the Sevenum / Venlo warehouse readout (Stand 19.08.26); apo.com reflects the abverkauf_monat_domain_CAREFORSONS_2026.csv (Stand 01.08.26). SA does not list Finasterid, and it has been discontinued on apo.com (remaining units excluded from totals and run-rate).
Run-rate = forward monthly units. SA uses avg of Jun '26 + Jul '26 actuals per SKU (prev. = avg May '26 + Jun '26 — shown in parentheses). apo.com uses Apr–Jun '26 average. Cover = stock ÷ run-rate, in months; values under ~3 months are flagged. SA blended cover is 1.2 mo — 5 of 7 active SKUs are below 2 months; Shampoo (0.5), Roller (0.6), and Conditioner (0.8) are near-critical.
Replenishment Flags — Shop Apotheke
Shampoo (19944086) — 33 units, cover 0.5 mo at avg Jun–Jul run-rate 72 u/mo. Near-critical: velocity surged to 101 in Jul; restock immediately.
Derma Roller (19944092) — 92 units, cover 0.6 mo at avg Jun–Jul run-rate 143 u/mo. Fastest-moving SKU; bundle pull driver (2 active bundles) — restock urgently.
Conditioner (19944040) — 14 units, cover 0.8 mo at avg Jun–Jul run-rate 18 u/mo. Near stockout — restock immediately.
Minoxidil 180ml (18442744) — 204 units, cover 1.5 mo at avg Jun–Jul run-rate 136 u/mo. Restocked but velocity accelerating strongly (113→158); order to cover Aug–Sep.
Minoxidil 60ml (18442721) — 171 units, cover 1.9 mo at avg Jun–Jul run-rate 91 u/mo. Order required; pace slightly softer than Jun (99→83 in Jul) but trend still elevated.
Watch List — Low Cover
Hair Clay (19944063) — 38 units, cover 3.8 mo at avg Jun–Jul run-rate 10 u/mo. Watch: velocity picked up (4→16 in Jul); no immediate pressure but trending up.
Hair Growth Complex (19944100) — 20 units, cover 2.0 mo at avg Jun–Jul run-rate 10 u/mo. Low absolute stock; velocity jumped (4→16 in Jul) — monitor and plan reorder.
Run-rates: avg of Jun '26 + Jul '26 actuals (prev. = avg May '26 + Jun '26). SA stock stand 19.08.26 (Venlo readout).
Latest Run-Rate — Forward Monthly Sell-Out
Two forward-looking unit run-rates, each built on a different method appropriate to the data available for that channel. Figures are units/month.
apo.com — Apr–Jun '26 average (bundle-extracted)
151
units / month
Method: Jun '26 actuals used for high-volume SKUs (Mino 180ml: 90, Derma Roller: 33); Apr–Jun avg used for low-volume SKUs where a single month is noise (Mino 60ml: 6.0, Shampoo: 17.7, HG Complex: 1.7, Conditioner: 1.7, Hair Clay: 1.3). Same logic as SA run-rate update.
Source: abverkauf_monat_domain_CAREFORSONS_2026.csv · Stand 01.08.26. Bundle extraction applied per skill definition.
Shop Apotheke — Jun + Jul '26 average
480
units / month · accelerating
Method: Average of the two most recent fully-reported months (Jun '26 + Jul '26) used as the current forward run-rate; previous run-rate = avg of the two months prior (May '26 + Jun '26). Per-SKU: Derma Roller 143 u/mo (prev. 96), Mino 180ml 136 (prev. 76), Shampoo 72 (prev. 43), Mino 60ml 91 (prev. 72), Conditioner 18 (prev. 15), HGC 10 (prev. 5), Clay 10 (prev. 6).
Jul '26 shows a broad acceleration across all SKUs vs. Jun. The 2-month average smooths single-month spikes while capturing the upward trend signal from the media scale-up.
Combined indicative run-rate (apo.com Apr–Jun avg + SA Jun–Jul avg):
≈ 631 units / month
DocMorris is excluded from the run-rate (marketplace model, different sell-out dynamics). SA run-rate: avg of Jun '26 + Jul '26 actuals per SKU; previous = avg May '26 + Jun '26. This 2-month rolling average is now the standard method — it smooths single-month noise while capturing the acceleration trend from the media scale-up. apo.com retains its Apr–Jun average (no Jul data yet).
Keyword Search Rankings — DocMorris
Footnotes / Methodology
¹ Captured automatically every Monday at approx. 10:00–11:00 CET via the shops' onsite search; the first results page is evaluated (approx. 24–33 results depending on the shop). Keywords are kept in German — they are the actual search terms used on the German shop sites.
² Rank = best organic position of a SONS product in the search result list. Paid placements do not count towards the rank.
³ In "Positions": suffix (s) = sponsored product placement, (b) = SONS display banner. On DocMorris, ads/banners use their own slot numbering (not comparable to organic positions); on Shop Apotheke, ads share the same scale as organic results.
⁴ Banners are only measurable on DocMorris (ad slot 1 = top of page, 2–4 = between result rows). Shop Apotheke shows banners, but the advertiser is technically not identifiable there; apo.com has no ad slots in its search.
⁵ The "apo.com" channel is captured via apodiscounter.de (same shop group; identical source as the daily price monitor).
⁶ The visible product order in the shop may differ from the organic rank: the shops mix paid placements into the result grid on a per-session basis.
⁷ Trend = change of the best organic rank vs. the previous snapshot (↑ improved · ↓ declined · + New = newly listed · ✗ Gap = no longer listed · − only one snapshot available).